Medical tourism is a high-involvement and high-risk service. Because of these characteristics, consumers make decisions either by increasing benefit or by reducing risk. Therefore, there should be different decision-making procedures for different types of medical tour services. Consumers may perceive higher risk from significant treatment medical tour services, whereas lifestyle-related medical tour consumers may pay more attention to benefits. In this context, we propose a medical tour service evaluation model that reflects service characteristics and consumers’ involvement. From the results of this study, we drew meaningful marketing strategies for hospitals, travel agencies, and governments.
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